12 Copywriting Secrets for Publishing Offers
7. Make product benefits come alive. This takes benefit copy to a deeper level by demonstrating how your product makes a clear, practical improvement to your prospect's world.
For example, an added benefit of subscribing to your investment newsletter is receiving flash alerts whenever a late-breaking news event affects your readers. You could breathe life into this feature by saying that the prospect will be able to take advantage of fast-moving markets, lock in his profits and minimize his losses because you've always got a pulse on the market. The more specific the benefit, the more powerful the copy.
8. Admit a (modest) flaw. People in general and prospects in particular are naturally skeptical of those who don't own up to the occasional mistake. Highlighting a flaw in your spokesperson counteracts that doubt.
9. Compare apples to oranges. Prospects might balk at paying a high price for your information. They might see it as a bunch of paper stapled together or words on a computer screen, instead of a unique way to add value to their lives. Therefore, a publication-to-publication price comparison is ineffective. Instead, compare the price of your product to the service it provides.
Let's say your publication focuses on ways to manage your office more efficiently and sells for a modest $97. The smart marketer will compare this to the price that a management consultant charges to come into your office and give you personal service. Obviously this costs more. By positioning your low-cost publication as an alternative to a high-priced consultant, your subscription price suddenly looks like a bargain.
10. Make the price seem even cheaper. Still another way to show the affordability of your publication is to break down the price in terms of months or days. A newsletter that sells for $300 a year sounds expensive. But it sounds downright cheap when you say it costs less than $1 a day. You can reduce the price further in the prospect's mind by comparing it to an ordinary item which the prospect already buys to make it seem like a steal. "A subscription to the Widget Advisor costs just $1 a day. A cup of coffee at Starbucks costs four times more!"